After Back to School, it's time for the most crucial period for your business.
Black Friday and Cyber Monday mark a peak in purchasing intent: it's the perfect time to maximize your conversions!
Why focus on WhatsApp during BFCM?
• Up to 95% open rate 🚀
• Approximately 40% click-through rate 🔥
👉 Not participating in Black Friday? Skip to the end of the guide: we've got some alternative campaign ideas for you.
🧩 Your checklist before getting started
✅ Ensure that every visitor or customer is captured at the right moment
✅ Automate part of the performance
✅ Create the ideal conditions for conversion right from launch
🧠 1. Are your essential flows active?
🧠 1. Are your essential flows active?
First and foremost, verify that your main automations are online and functional:
Abandoned payment : to collect the baskets left behind during the hottest part of the day.
Delivery tracking : to maintain customer engagement even after purchase.
Reviews collect : to generate high-impact social proof just before Christmas.
Welcome flow : to convert every new opt-in into a potential buyer from the very first moment.
👉 To go further:
Take advantage of this period to customize your automations:
Add a temporary BFCM visual
Include an explicit mention of the current offer in your follow-ups
Create a sense of emergency, even in your automated messages
2. Are your opt-in drivers wording properly?
2. Are your opt-in drivers wording properly?
Why do I have to do it?
During BFCM, your traffic skyrockets. 🚀
It's the perfect time to grab attention and collect as many opt-ins as possible.
What is the ROI?
Campaigns sent to newly collected opt-ins generate on average 1.5 times more performance (click-through rates, conversions). This is one of the most cost-effective ways to expand your actionable base just before your launch.
How should I do it?
If you have already activated your collection points during the Back to School period → check that they are still visible and functional.
Otherwise, here are the channels to activate without delay:
📧 Emails
📧 Emails
• Add a banner saying “Join our WhatsApp Club”
• Send out a campaign dedicated to registration
📱 Social media
📱 Social media
Organize a contest or quiz that directs to WhatsApp
🧭 Once these two steps have been validated, we move on to activating the campaigns in four steps.
👀 Early access
👀 Early access
WhatsApp subscribers collected during the early access period are your most engaged customers.
They were the ones who showed interest before anyone else and who expect privileged access.
✔️ They open more
✔️ They click more
✔️ And most importantly: they buy 2.3 times more than average
🎯 Target:
The entire WhatsApp opt-in database
Examples of actions to be taken:
Teasing message: “A surprise is coming, get ready...”
Countdown: “3 days until access to exclusive offers”
🚀 LAUNCH
🚀 LAUNCH
🎯 Goal: Get off to a strong start, generating peak traffic and conversions right from the get-go.
🕗 When to send?
In the morning, ideally between 8 a.m. and 10 a.m.→ This is when attention is at its peak, and you are the first on the line before the other channels become saturated.
👥 Who go target?
Your entire WhatsApp opt-in database
✉️ What exactly should I send?
A clear and strong offer, well positioned (e.g., 30% off the entire store, limited selection, exclusive gift sets, etc.)
A simple, visual message with a button linking to the landing page or collection
A tagline that creates FOMO:→ “Official launch 🎉”→ “Let's go... but there won't be enough for everyone”→ “Immediate access to the best offers 👇”
📌 Tips to keep in mind:
Add a Black Friday visual
Prepare an automatic follow-up for those who click without buying (follow up within 23 hours maximum to take advantage of the 24-hour window)
More examples:
More examples:
Shall we move on? 🚀
🔁 ANIMATION
🔁 ANIMATION
Next step: Engage your audience smartly, without overwhelming them.
🎯 Objective: drive repeat purchases, win back the hesitant ones, and keep a good pace throughout the week.
📆 When?
Starting on day 1 after launch (Tuesday, Wednesday, or Thursday, depending on your schedule).➡️ We recommend 2 to 3 promotional events per week.
💡 The right pace depends on the duration of your campaign. If it lasts 5 to 7 days, it is essential to maintain regular communication between the opening and closing dates to keep your audience engaged.
👥 Who to target?
Non-buyers (clicked, opened, but didn’t convert)
Recent buyers (cross-sell)
Inactive users (no clicks, no opens since launch)
🔄 What to send?
Reminder of the current offer, with a more direct tone
Product spotlight: “Your favorite item is still waiting for you 👀”
Flash code valid for 12h to create urgency
Complementary offer to encourage repeat purchase: “You might also like…”
Interactive content to re-capture attention: quick poll, reaction button, mini game…
Reverse auction: “Today, for the last day, prices will go up as the day goes on.”
⚠️ Maintain a steady pace: 1 to 2 messages per day maximum. Too many messages = overwhelm. Not enough = loss of attention.
👉 Effective engagement allows you to re-engage without exhausting your audience.
🏁 CLOSING (with Cyber Monday)
🏁 CLOSING (with Cyber Monday)
🔥 And now, it’s time to wrap things up with Cyber Monday to boost those final results
🎯 Objective
Build on this week’s engagement
Capture the last conversions
Re-engage smartly with a fresh hook
📅 When?
Thursday evening or Friday morning → “Last Black Friday reminder” message
The following Monday → dedicated Cyber Monday campaign
👥 Who to target?
Non-buyers → interacted but didn’t convert
Engaged users → opened but didn’t click
New opt-ins → collected during the campaign
Black Friday customers → for a second sales wave on Cyber Monday
✅ What to send?
Thursday / Friday – Final Black Friday push
Direct message: “⏳ Last day to grab it”
Action-driven tone: “Closing tonight at midnight”
FOMO twist: “You’ll regret it tomorrow…”
💬 Example
“Just a few hours left. Your exclusive deals end at midnight. After that, it’s too late.”
Cyber Monday
New exclusive selection or differentiating advantage
“Catch-up” offer: for those who missed Black Friday
Your lightest, but still limited in time
💬 Example:
“🎯 Cyber Monday is here. Last chance to shop smart. Offers valid today only 👇”
💡 Tips
Highlight the change in offer or tone between Black Friday and Cyber Monday (even if it's the same selection).
Include a thank you or closing message on Monday evening → it humanizes, it converts... and it gets people ready for Christmas 😉
❌ Not participating in Black Friday? Here are some alternative ideas.
You can take a different approach with impactful, non-promotional campaigns that strengthen your brand image while generating connections, engagement, and sales.
Here are our recommandations:
🎯 1. “Anti-Black Friday” campaign
🎯 1. “Anti-Black Friday” campaign
Committed stance: “We don't do promotions, we do better than that.”
Message focused on values: sustainability, responsible production, slow commerce.
Call to action: browse a committed collection, read a letter from the founder, discover your commitments...
💡 WhatsApp is ideal for conveying a sincere, direct, and authentic message.
🎯 2. Offer content, not discounts
🎯 2. Offer content, not discounts
Campaign ideas:→ “Our team’s 3 favorite products”→ “5 gift ideas that are sure to please”→ “Your smart holiday shopping guide”
You offer usefulness instead of discounts
You continue to engage your customer base and prepare for the holiday season
🎯 3. Thank your loyal customers
🎯 3. Thank your loyal customers
Exclusive message sent only to your best segments
Personalized surprise: free shipping, sample, private content, etc.
You enhance the relationship without resorting to mass promotions
🎯 4. Link your business to a cause
🎯 4. Link your business to a cause
“No promotions this year: we are donating X% to [name of charity]”
Show that you are transforming the energy of the period into concrete action
Campaign can run for a day or the whole week
🎄 What now? Let's get ready for Christmas!
Black Friday & Cyber Monday are done ✅ But the year-end is just getting started.
👉 Leverage your opt-ins and the engagement you’ve generated to prepare Christmas campaigns that are effective, useful, and high-performing.
🎁 Our team is preparing a special Christmas guide with simple ideas, ready-to-use mechanics, and campaigns for every brand universe.
Discover it soon!
Q&A
Q&A
How do I know if my Meta Quality Score allows me to send campaigns?
You can check your Quality Score directly from your WAX account, at the bottom left of the interface.
To send a campaign, you need to be at Medium or High quality.
If your score is Low and you send fewer than 1,000 messages/day, contact your CSM quickly. They can help you set up a tailored strategy to stabilize the account and gradually scale up volume.
How many messages can I send during BFCM week?
We recommend:
1 message for the launch
2 to 3 engagement messages (depending on the duration)
1 closing / Cyber Monday message
That’s an average of 3 to 5 sends.
Vary your segments and messaging to avoid saturation.
Do I have to run promotions for Black Friday?
No. You can absolutely choose a different approach:
Product highlights
Value-driven / brand mission messages
“Anti-BFCM” campaign
Or useful content (curations, guides, storytelling)
We also share several ideas in the last part of the guide, but it’s still valuable to keep your base engaged during this highly anticipated period for consumers.